Brand identity for Invermac and for its online sales channel

Invermac is a professional tool distributor in Chile that opened its online sales channel. With the new channel came a brand question.

The company and its store are not the same brand and do not speak to the same audience, and solving them with a single identity forces one of the two to speak the wrong language.

• The distributor speaks to a commercial peer: it needs to convey backing and its role representing manufacturers.
• The store speaks to the buyer: someone arriving for a specific tool has to immediately recognize a specialist retailer.
• And they cannot compete: two brands from the same group without coordination read as ambiguity, not as a portfolio.

Without settling that, the digital channel launches looking like a generic marketplace or an anonymous extension of the distributor.

We built both identities on the same working criteria, coordinated so they coexist without ambiguity.

The process was the same in both cases, and that is what lets the result read as a portfolio.

The same process, twice

• Assessment through a design brief, to define positioning, audience and counterpart for each brand.
• Logo proposals with alternatives, for client validation.
• Brand manual with correct usage, palette, typography and applications.

The company brand

• Identity and manual oriented to its commercial relationships and its role representing manufacturers.

The channel brand

• Its own identity for the store, so the professional buyer recognizes a specialist retailer.
• Coordinated with the company identity so both coexist without ambiguity.
• Delivery of general brand materials and usage for the site and communication pieces.

Architecture and technology

• Two identity systems with brief, logo, brand manual and application materials.
• Coordination between both systems so they share a visual family without being confused for each other.

Learn more about branding.

The group ended up with two brands that read as part of the same thing without disputing the same ground.

Starting point

• A single identity for two businesses with different audiences and counterparts.
• A digital channel with no brand of its own, read as an anonymous extension of the distributor.

Strategic impact

• Each brand addresses its counterpart without forcing the other's tone.
• The same process applied to both makes them read as a portfolio rather than a coincidence.
• The store reads as a specialist retailer, which is what separates it from a marketplace.
• The manuals leave usage defined for every piece, not just the site.